PPC Live UK #8: Maximising PMAX, Thinking beyond ROAS, Retail Media Networks

Table of Contents

• Maximising PMAX to Acquire New Customers – José De Carvalho

• Thinking beyond ROAS – Nadia Mursal

• Retail Media Networks Amplifying the Digital Shelf – Ashley Royalty

• Looking through the black box of Google Ads and finding Growth – Ashley Fletcher

Watch the fantastic talks given on Maximisng PMax to acquire new customers, Thinking beyond ROAS, Retails Media Networks AND Looking through the blackbox of Google Ads and finding growth.

Watch the talks of past PPC events, see 10 reasons why you should attend a digital marketing event like PPC Live UK and don’t forget to subscribe to our YouTube Channel to be alerted to new video releases. 

Watch Past Talks

Maximising PMAX to Acquire New Customers – José De Carvalho

Top Tips:

• Quality of your first party data is crucial

• Determining how much you are willing to invest in acquiring a customer is a critical function.

• By understanding CAC and LTV in conjunction, you can determine how much you can afford to spend on acquiring a new customer

• CAC and LTV help you assess the long-term profitability of your customer acquisition efforts.

• By monitoring LTV alongside CAC, you can identify early signs of customer churn.

Thinking beyond ROAS – Nadia Mursal

Top Tips:

• 25% of of digital spend is wasted on ineffective digital tactics alone

• Focusing only on ROAS doesn’t take into account key trading dependencies such as returns, margins

• Calculating LTV-based ROAS – which takes into account both your ad spend and your customer LTV – allows you to get a full picture of your marketing efforts

• ROAS is great for short-term performance analysis. But to really understand the long-term value of your marketing efforts, you need to look beyond ROAS.

• Ensure you have considered other key trading dependencies such as margin, returns etc

Retail Media Networks Amplifying the Digital Shelf – Ashley Royalty

Top tips:

• 2 out of 3 of online product searches start on retailer sites

• Generally speaking, retail media is advertising within retailer sites and apps – usually by brands that directly sell products with retailers, though this is not always the case

• Think of sponsored product ads as a way of amplifying your organic retailer listings “eye level / buy level”

• Breaking campaign out by retailer distribution, product collection & SKU will help maximize SOV across top performers and improve conversion volume.

Looking through the black box of Google Ads and finding Growth – Ashley Fletcher

Top tips:

• Remarket to the appropriate Asset Group and same message/journey (PMax)

• Run scripts regularly (think Search Query report) and manage negatives

• Google Ads have given back control through asset group level reporting brand segregation